by johnt
18. November 2011 13:56
We keep a file of name and address data that we monitor each month to see how it changes over time. As you would expect the information degrades and becomes less accurate.
The total number of goneaways has increased by 773, MPS by 106 and deceased by 116, meaning the total file has lost just over 1,000. This is compounded by over 500 who have now signed up for TPS. The number of non mailable addresses has increased by almost 4% in just six months.
Without regular data cleansing your database will become less and less cost effective to use.
However remedial action can be taken, having identified the goneaways it is possible to find where they have moved to by using our mover identification service.
If you are attempting to remedy the reduction in numbers by adding data from other sources it will then become imperative to de-duplicate the data to ensure you are not mailing the same individual.
Need any help? Then give our team a ring and they will be pleased to get you on the right track for data cleansing.